Make better decisions using video analytics

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Make better decisions using video analytics

  1. 1. buto.tv Industrial-strength web video for every organisation Will Grant | Technology Director Steffan Aquarone | Business Development Director
  2. 2. Make Better Decisions with Video Analytics – transcript from online seminar 8/7/10 15:00 • We're going to be telling you about Buto's analytics features, but what we're saying about analytics should be relevant to you even if you don't go down the Buto route.
  3. 3. • So you can see all the tabs across the top for the different parts of the system. • The statistics tab will show you all the reports that the system generates.
  4. 4. • Down the left hand side are some controls. These change what you're looking at, including the time period you want to report on. • You can also filter the data by tags (each video can be assigned any number of tags) or filter to data so it doesn't include views from your own company using the IP address filter.
  5. 5. The first tab shows you how many views you've had on a given day. Remember we're a pretty niche business and this is our account we‟re looking at. • The key thing here is spotting trends in your traffic over time to inform future content. • The top-right button “Download XLS" means you can download data from any report in a format that you can use for Excel reporting
  6. 6. • Will's now clicked on „Views per video‟ which lets you look at the number of views per piece of video content. We'll come back to this in a moment. But at its most basic level this is showing you how many people have watched each video.
  7. 7. • On the left hand side, going down: the next button is „Views per host site' which is showing which sites the content has been viewed on (within the date range selected). This is particularly relevant for those of you trying to help your content spread. • It lets you see where your content has been shared, which pages are displaying your content and how many people have watched your content from each source.
  8. 8. Next: in-player adverts. We launched this about a month ago, and all sorts of clients are taking advantage of this. If you joined us last time you'll have heard about in-player adverts which let you build your own calls to action in your content. • We did a very limited trial here: out of five impressions on 16th June, four people hid the ad, and one person clicked through. Although our retail clients are seeing amazing results with click through rates of between 5 and 7 % on their in-player adverts. If your in-player ad is 'drop into basket' that could mean a lot more sales conversions.
  9. 9. • Views per device: this is the kind of thing you'd expect to see - showing you which devices people are using to see your content. • Social networks - pretty much the same thing as views per host site, but it's showing you how and where your content's being shared on social networks. • Comments: shows you a breakdown of the comments your video's received (if you've switched them on). • Bandwidth: displays your bandwidth usage per video.
  10. 10. And now: geographic. A pretty map! But you've also got a download option. Possibly less relevant to a corporate video company, but very relevant if you're running international websites or global marketing campaigns. • You can also drill down to local or city levels. We're not trying to replicate Google Analytics here, but we're trying to relate the same concept to the things that are specifically relevant to video.
  11. 11. Back up to views per video, and Will‟s clicked on one of the videos in the list: a short film we made called “what is a viral video”. We're now just looking at stats for that particular video. • Every time someone watches a video, the player tells our server at intervals throughout the video that they're still watching. The key thing this graph then shows us is how far through people have watched. This tells you, basically, how interesting your content is. http://blog.buto.tv/help/how-to-video-how-do-films-become-viral/
  12. 12. • So the reason we‟ve made these features is to help you make better decisions. • For a start, the views will give you some idea of how many engagements you‟ve had. At the most basic level, measuring the cost per engagement is a useful metric. • But it‟ll also help influence your spend and strategy elsewhere: by showing which websites people are sharing and watching your content on your target market is able to identify itself! • This might influence where you carry out re-enforcing PR, which websites to place advertising on, or which social networks you invest time in.
  13. 13. • Analysing in-video ads lets you see which in-video ads are working best, and whether people are interested in buying straight away or want more information. It can help you remove distracting ads, improve well- performing ads, and can inform and influence your journey mapping throughout your site. • Sometimes it‟s hard showing customers the duration monitoring stats, when they realise people are only watching 20% of their super expensive new corporate video. But it‟s essential insight if you‟re going to know whether your call to action is being seen, or whether you need to shorten your content, move bits around in it, or take out that shot that causes everyone to drop out.
  14. 14. • Overall: we‟ve put these features in to help you find out whether your video is working for you and if so, how hard? What is the improvement on click-through-rate? What is the uplift in sales? Is it achieving the desired cost-per-engagement? Was it worth the investment? • Thanks for reading – remember you can find out more about Buto, open a trial account, log a support ticket (one hour response time within business hours) or just get in touch for a chat: • Via our website: www.buto.tv • By phone on 0121 224 8265 • By email on info@buto.tv

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